C公司箱包出口营销策略研究
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摘要
至上世纪90年代以来,我国的箱包行业取得了飞速的发展,年产量占全球总产量的一半以上。然而在面临世界性金融海啸、人民币的升值压力、原材料不断上涨、招工困难及劳资问题等众多因素的影响下,箱包出口企业的经营面临着极大的压力,行业利润空间被压榨,与此同时国外市场树立各种技术和贸易壁垒,不断提高进口门槛,我国外贸出口形势严峻,产品结构急待优化。箱包企业如何应对这些国外技术壁垒,采取怎样的营销策略,如何争取国际市场份额,在扩大产品出口的基础上提高自主创新能力,推行品牌战略,是企业需要面对和思考的重要课题。
本文以C公司,一家中型规模的从事于箱包行业的外向型企业为研究对象,对C公司箱包出口营销问题进行深入分析和研究。C公司进入箱包行业以来成长迅速,业务量扩张,拥有了较为稳定的客户基础,并取得了一定的国际市场占有率。但随着外贸形势的不断变化以及箱包行业的竞争加剧,C公司的箱包出口受到了冲击,直接影响到公司的长远发展。
论文从C公司的现状和面临的市场问题出发,针对企业的发展历史、人员架构、业务结构、内部因素等进行分析,找出C公司所面临的营销问题及其成因:出口市场销售额增长缓慢,销售利润逐年下滑。为此,论文运用了PEST方法分析了箱包出口的宏观环境条件对市场营销的影响,采用了五力模型对箱包出口行业市场竞争进行分析,从出口态势、出口产品结构及主要出口市场等方面阐述了我国箱包出口业的竞争现状,并分析了我国箱包出口业面临的发展机遇及贸易壁垒等挑战。应用SWOT分析法剖析了C公司在市场营销中的机会、威胁、资源和能力的优势与劣势,以及对C公司的国际目标市场进行了细分和定位,并选择了中端与低端市场作为C公司的目标市场及营销发展方向。在大量参阅国内外关于市场营销策略建设和改进方面的文献的基础上,结合在C公司多年的营销经验,提出一系列的组合营销策略:快速推出和完善适合中端市场的产品系列,建立和优化市场的销售渠道,以人员推销和营业推广相结合的推广方案。
Since the 90's of last century, the bag industrial in China have been developed rapidly, which the annual export is more than half of global output. However, bag enterprises are facing a great pressure by the influence of global financial crisis, RMB appreciation, rising raw materials, labor problems and other factors. Profit of bag industrial is squeezed. Simultaneity, more and more trade barriers and technological barriers are set up in the international market. In this way, how to deal with the technological barriers and how to get the international market share, how to enhance the independent innovative capability and how to carry out the brand strategy becomes an important issue for the bag enterprise to think over. In this paper, it takes C Company as the study object, which is a medium export-oriented enterprise in bag industrial. And it does deeply research and analysis for the export marketing of C Company. When C Company enters bag business, it gets stable customer base and marketing share. But with the changing situation of foreign trade and competition of bag industry, the exporting of C Company is reduced, which impacts on the long-term development of the company.
The paper starts from the marketing problem faced by C Company, analysis its history, personnel structure, business structure and internal factors to identify the marketing problem and reason. That is export market saleroom growing slowly and sale profit declining year after year. Therefore, the paper takes PEST method to analysis the macro environmental conditions of exporting bag market, construes the industrial competition by Five Forces Model. It elaborated the status of bag industrial competition in China, from the export situation, export structure and the main export market. It also analyzes the opportunities and trade-barriers challenges facing now in China’s export bag market. It analyzes the marketing opportunities, threats, strengths and weaknesses for C Company by SWOT, as well as the target market and market subdivision. By this research, it selected mid-level and low-level market as the target market of C Company. Finally, on the basis of reading a large number of marketing strategies literature and many years working experience in marking of C Company, the paper suggests a set of marketing strategies: to spread and consummate the product series for mid-level and low-level market, to build up and optimize sales channels, to expend the business by personal selling and sales promotion integration strategy.
本文以C公司,一家中型规模的从事于箱包行业的外向型企业为研究对象,对C公司箱包出口营销问题进行深入分析和研究。C公司进入箱包行业以来成长迅速,业务量扩张,拥有了较为稳定的客户基础,并取得了一定的国际市场占有率。但随着外贸形势的不断变化以及箱包行业的竞争加剧,C公司的箱包出口受到了冲击,直接影响到公司的长远发展。
论文从C公司的现状和面临的市场问题出发,针对企业的发展历史、人员架构、业务结构、内部因素等进行分析,找出C公司所面临的营销问题及其成因:出口市场销售额增长缓慢,销售利润逐年下滑。为此,论文运用了PEST方法分析了箱包出口的宏观环境条件对市场营销的影响,采用了五力模型对箱包出口行业市场竞争进行分析,从出口态势、出口产品结构及主要出口市场等方面阐述了我国箱包出口业的竞争现状,并分析了我国箱包出口业面临的发展机遇及贸易壁垒等挑战。应用SWOT分析法剖析了C公司在市场营销中的机会、威胁、资源和能力的优势与劣势,以及对C公司的国际目标市场进行了细分和定位,并选择了中端与低端市场作为C公司的目标市场及营销发展方向。在大量参阅国内外关于市场营销策略建设和改进方面的文献的基础上,结合在C公司多年的营销经验,提出一系列的组合营销策略:快速推出和完善适合中端市场的产品系列,建立和优化市场的销售渠道,以人员推销和营业推广相结合的推广方案。
Since the 90's of last century, the bag industrial in China have been developed rapidly, which the annual export is more than half of global output. However, bag enterprises are facing a great pressure by the influence of global financial crisis, RMB appreciation, rising raw materials, labor problems and other factors. Profit of bag industrial is squeezed. Simultaneity, more and more trade barriers and technological barriers are set up in the international market. In this way, how to deal with the technological barriers and how to get the international market share, how to enhance the independent innovative capability and how to carry out the brand strategy becomes an important issue for the bag enterprise to think over. In this paper, it takes C Company as the study object, which is a medium export-oriented enterprise in bag industrial. And it does deeply research and analysis for the export marketing of C Company. When C Company enters bag business, it gets stable customer base and marketing share. But with the changing situation of foreign trade and competition of bag industry, the exporting of C Company is reduced, which impacts on the long-term development of the company.
The paper starts from the marketing problem faced by C Company, analysis its history, personnel structure, business structure and internal factors to identify the marketing problem and reason. That is export market saleroom growing slowly and sale profit declining year after year. Therefore, the paper takes PEST method to analysis the macro environmental conditions of exporting bag market, construes the industrial competition by Five Forces Model. It elaborated the status of bag industrial competition in China, from the export situation, export structure and the main export market. It also analyzes the opportunities and trade-barriers challenges facing now in China’s export bag market. It analyzes the marketing opportunities, threats, strengths and weaknesses for C Company by SWOT, as well as the target market and market subdivision. By this research, it selected mid-level and low-level market as the target market of C Company. Finally, on the basis of reading a large number of marketing strategies literature and many years working experience in marking of C Company, the paper suggests a set of marketing strategies: to spread and consummate the product series for mid-level and low-level market, to build up and optimize sales channels, to expend the business by personal selling and sales promotion integration strategy.
引文
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[10]章献忠.我国鞋类出口面临的绿色壁垒及应对策略[J].西部皮革, 2009, (06) :38-41
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[29] Thorsten Henning-Thurou、Ursula Hansen. Relationship Marketing. Gaining Competitive Advantage through Customer Satisfaction and Customer Retention[M].广东经济出版社2003.
[30] Isobel Doole,Robin Lowe.国际营销战略(第3版)[M].徐子健,译.北京:清华大学出版社,2004.
[31]徐剑明.国际营销实务与案例[M].北京:机械工业出版社,2004.
[32]孙忠群.国际营销精要[M].北京:中国经济出版社,2007.
[33]俞涔.中国企业国际营销现状与发展策略分析[J].全国商情经济理论研究,2006,(1):84-85.
[2]菲利普·科特勒.营销管理第11版[M].上海人民出版社,2004,(11).
[3]马萨基·科塔比,全球营销管理第3版[M].中国人民出版社,2006,(7).
[4]艾略特·艾登伯格著,《4R营销-典范4P的营销新论》,企业管理出版社,2003
[5]理查德.塞米尼克著,徐惠忠、张洁译,《促销与整合营销传播》,电子工业出版社,2005年
[6]彭璀、钟嘉馨.工业品的营销创新:品牌营销[J].广东工业大学学报,2006,(3):39-41.
[7]赵佳伟.论现代市场营销理论的发展[J].黑龙江科技信息,2010(5):108
[8]余世维.市场竞争策略分析与最佳策略选择[J].北京大学出版社,2004,(11):8-10.
[9]张军.市场分析与预测[J].复旦大学出版社,2005,(6):65～68.
[10]章献忠.我国鞋类出口面临的绿色壁垒及应对策略[J].西部皮革, 2009, (06) :38-41
[11]吴俊.中国箱包行业国际竞争力的分析[J].知识经济,2009,(16):109-110.
[12]迈克尔·波特,竞争优势,华夏出版社,2005年6月
[13]何伟俊.企业营销管理[M].北京:清华大学出版社,2007.
[14]路金芳.运用SWOT分析和确定煤炭企业发展战略[J].经济经纬,2004,(4):44-46.
[15]何桥,施慧玲.外贸服装企业应对金融风暴的策略[J].辽宁经济, 2009, (08):46.
[16]张雪.金融危机下的广东纺织服装行业出口问题研究[J].特区经济, 2009, (08):33-34..
[17]冯丽云、李英爽、任锡源.差异化营销[M].经济管理出版社. 2006(10):96-100.
[18]史蒂夫·马丁、加里·卡利文.销售就那么轻松[M].科学普及出版社.欧阳春媚译2005(10)
[19]付晓灵.浅议项目营销[J].湖北教育学院学报,2007,(2):99-101.
[20]王趁荣.工业品营销中客户感知价值分析[J].商场现代化,2006(8):26-28.
[21]唐·舒尔茨.整合营销传播[M].中国财政经济出版社.何西军译. 2005(5)
[22]晓光、宁川.新营销[M].中国纺织出版社. 2004(2)
[23]王成.全面客户体验[M].广东经济出版社. 2003(7)
[24]蔡玉春.营销的力量[M].中国纺织出版社. 2006(2)
[25]秦绪友、金明珠、林薇.直销中国[M].地震出版社. 2005(4)
[26] GerharB GschwanBtner. Sell Power[M].清华大学出版社.顾洁、王茁译2007(8)
[27] Ban KenneBy. No B.S. Sales Success[M].肖冉译. 2006(9)
[28] Mallolm McBonalB、Beth Rogers. Key Account Management.[M].企业管理出版社.徐素勇、文武、鲁曙霞译
[29] Thorsten Henning-Thurou、Ursula Hansen. Relationship Marketing. Gaining Competitive Advantage through Customer Satisfaction and Customer Retention[M].广东经济出版社2003.
[30] Isobel Doole,Robin Lowe.国际营销战略(第3版)[M].徐子健,译.北京:清华大学出版社,2004.
[31]徐剑明.国际营销实务与案例[M].北京:机械工业出版社,2004.
[32]孙忠群.国际营销精要[M].北京:中国经济出版社,2007.
[33]俞涔.中国企业国际营销现状与发展策略分析[J].全国商情经济理论研究,2006,(1):84-85.